Sponsored Brands (SB) ads can display a product’s brand logo, custom headline, and 3 products. These ads appear in search results and help build awareness of the product’s brand and product portfolio.
Sponsored Brands are better than Sponsored Products in terms of exposure and display because these ads usually appear at the top of the product search results page and are easy to attract buyers’ attention. When buyers click on the product’s brand logo, they will jump to the brand flagship store or custom landing page. In addition, the targeting mode of Sponsored Brands ads is based on keywords, which means that only when buyers search for the targeted keywords can the display of Sponsored Brands ads be triggered.
Similar to Sponsored Products, Sponsored Brands ads use a pay-per-click model, so sellers only pay when buyers click on the ads. Sellers can control spending by setting a budget and choosing a bid amount for each click. Sponsored Brands are only available to professional sellers who are registered in the Amazon Brand Registry, and second-hand products, refurbished products, products in closed categories, and products without a product “buy button” are not eligible for Sponsored Brands ads.
Sponsored Display (SD) is displayed not only on Amazon, but also outside of Amazon. The specific display location depends on the audience or product targeting strategy selected by the seller.
Compared with the keyword-based SB and SP ads mentioned above, the operation of Sponsored Display is very simple. Sellers can quickly set up display advertising campaigns on and off the Amazon website with just a few clicks. You can create an advertising campaign by selecting a targeting strategy, setting a bid and daily budget, and selecting the products to promote. The advertising creative is automatically generated by Amazon from the content of the product detail page, including product images, pricing, tags, star ratings, and a “Buy Now” button that links back to the product detail page, allowing buyers to easily browse or purchase products.
Sponsored Display ads are charged on a cost-per-click (PPC) basis. Cost-per-click (PPC) ads are paid ads. Advertisers do not have to pay for ad display (i.e., they do not have to pay for ad impressions and views), but only pay when buyers click on the ad. There is no minimum advertising investment requirement. Advertisers choose their own daily bids and budgets. Sponsored Display uses automation and machine learning to optimize campaigns. Bids are automatically adjusted based on conversion rates, while allowing sellers to change bids or pause campaigns. In addition, only sellers who have completed Amazon brand registration can use Sponsored Display ads.